The first and most important thing that a press release must convey is 'why is this news?' Many people miss the mark here because they don't understand the definition of news. It has to be something unusual, or different -- or entertaining or useful in a way that is unusual.

So, if we're talking apps...the press release must highlight how the app solves a problem, serves a purpose or provides entertainment in a way that is unique or particularly useful. And this highlight should be the hook (headline) of the press release.

Note: Unless the release is specifically targetting a tech or app media outlet, you don't necessarily want to say 'app' in the headline. The headline should focus on the unique solution or the unique purpose in layman's terms and sometimes 'app' can be an intimidating term. Better to say something like How Your iPad Can Protect Your Home if, for instance, it was an app that let you check on your home security system or something.

The first and most important thing that a press release must convey is 'why is this news?' Many people miss the mark here because they don't understand the definition of news. It has to be something unusual, or different -- or entertaining or useful in a way that is unusual.

Second - provide elements. Elements are the ingredients that allow the reporter to tell the story in a way that is interesting...and beyond just copy.

If it is for print, you might want to reference an expert's opinion of the app. "Now there is no reason to feel your home is not safe when you are at work", says home security expert Joe Blow.

Anything the developer or writer of the press release can do to bring the app to life will improve the chances that the person reading the release will want to look further - so, for instance, include a photo or screengrab that will pique their curiousity. It should be visually appealling -- not just a bunch of words on a page....

Or if the app does something very cool visually, make a point of highlighting that so that it will be more likely to get TV or video coverage. (although I would think this would be difficult for most apps...)

Sending A Press Release Easy & Intuitive
The process to submit a release was fairly easy. Often times, submitting releases to PR agencies can get cumbersome since each company has a particular process in which their submission process works, however, MobilePRWire made sending a press release intuitive, easy and within minutes.- AsSeenOnPhone